DMA +Google Classroom for Engage Agencies

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AdWords Workshop (19/20 November 2012) + Analytics Workshop (26/27/28 November 2012)

Engage Agencies, Get 90% off! (Just $50/day)

Learn how you can use Google Adwords and Analytics to maximize the digital marketing impact for your clients. Happy Marketer is the ONLY training company in South East Asia to offer localized trainings with APAC trainers.

We have conducted these trainings for over 4+ years in the region and offer a unique combination of Asian case studies/examples along with global best practices.

Seats are limited so REGISTER NOW!

The Google Classroom is Singapore’s first event based on the Seminars for Success program, that condenses all the essential knowledge you need about Google AdWords, Analytics and Conversion Optimization into 5 dense days.

This training is ideal for agency professionals, marketing managers and webmasters who need to use AdWords and Analytics on a weekly (or more frequent) basis. It consists of 2 days of Google AdWords training (101 + 201) and 3 days of Google Anlaytics (101 + 201 + 301).

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  • AdWords Dates: 19th (Mon) + 20th (Tue) November 2012
  • Analytics Dates: 26th (Mon) + 27th (Tue) + 28th (Wed) November 2012
  • Trainers: Rachit Dayal and David Liem
  • Where: Happy Marketer Training Centre, Maxwell House (Tanjong Pagar), Singapore
  • AdWords Fees: S$120 only (2 days – 19/20 Nov)
  • Analytics Fees: $180 only (3 days – 26/27/28 Nov)
  • AdWords + Analytics Bundle Fee: $250 only (19/20/26/27/28 Nov)
  • Includes: Full Course material, Snacks & Coffee, Certificate of Completion, Printed & Digital Handouts
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What is the Google Classroom?

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The Google Classroom is Singapore’s first event based on the Seminars for Success program, that condenses all the essential knowledge you need about Google AdWords, Analytics and Conversion Optimization into 5 dense days.

As one of the 3 Google Analytics Certified Partners (GACPs), one of the earliest Google AdWords Certified Consultants, and the first Seminars for Success Google Analytics Training Company in the region, it’s our goal to help you get the most out of your Google Analytics installations and AdWords Campaigns.

While Google Analytics is an extremely powerful tool when implemented right, it’s also very complicated. Plus, it’s constantly changing (mobile app tracking, multi-channel funnels, new in-page analytics, social impact) are just some of the reports launched in the last few weeks! Training and explanation will help your team make sense of all the data collected by GA, use the insights for actionable steps in strategy, and maximize the impact of this free Enterprise-strength tool.

In order to provide top notch training, we regularly coordinate with the Google Singapore team, and comply with global guidelines provided by Google in the US. And we ensure that we’re constantly updating ourselves with the weekly feature launches ad updates that the Google Analytics team puts out.

The Google Classroom is Singapore’s first event based on the Seminars for Success program, that condenses all the essential knowledge you need about Google AdWords, Analytics and Conversion Optimization into 5 dense days. This training is ideal for agency professionals, marketing managers and webmasters who need to use AdWords and Analytics on a weekly (or more frequent) basis. It consists of 2 days of Google AdWords training (101 + 201) and 3 days of Google Anlaytics (101 + 201 + 301).

For Google Engage Agencies, Google subsidizes the cost, bringing the combined cost of AdWords & Analytics training down by 50%. Terms and Conditions apply, contact us for more details.

There are three different modules of Google Analytics training, and two modules of Google AdWords training – currently, we run all five modules together as a 5-day event spread across 2 weeks.

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AdWords Highlights

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  • History of Web Tracking
  • Google Analytics Features
  • Interface and UI Walkthrough
  • Traffic & Campaign Tracking
  • Content Reporting & Optimization
  • Event Tracking & Rich UIs
  • Mobile App & Website Tracking
  • Advanced Segments & Reporting
  • Multi Channel Funnels
  • Goal & Ecommerce Tracking
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Analytics Highlights

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  • History of Web Tracking
  • Google Analytics Features
  • Interface and UI Walkthrough
  • Traffic & Campaign Tracking
  • Content Reporting & Optimization
  • Event Tracking & Rich UIs
  • Mobile App & Website Tracking
  • Advanced Segments & Reporting
  • Multi Channel Funnels
  • Goal & Ecommerce Tracking
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Day 1 – AdWords 101

Introduction to online advertising & Google AdWords

  • Types of online advertising
  • Basics of pay-per-click advertising
  • Introduction to AdWords
  • Features
  • Benefits
  • Basic terminology

Creating Your Account

  • Creating an account
  • Creating your Campaigns

Creating a campaign, step-by-step

  • Understanding Your Statistics

Beginning Optimization

  • Using the Report Center
  • Campaign Optimizer
  • Location targeting
  • Demographic bidding

Understanding campaign, ad group, and keyword statistics

  • Editing Campaign Settings
  • Editing CPCs
  • Tracking ad performance

Developing Quality Keyword Lists

  • How to Develop a List
  • Using the Keyword Tool
  • Using the Edit Campaign Negative Keywords Tool
  • Creating Compelling Ad Text
  • Developing ad variations
  • Ad writing workshop

Conversion Tracking

  • Google Analytics
  • Optimizing to:

Increase conversions

  • Increase traffic
  • Increase Quality Score
  • Improve landing page quality
  • Using the Google Display Network

Ad types

  • Image Ads, Local Business Ads, Mobile Ad, Click-to-Play Video Ads)
  • Placement targeted campaigns
  • CPM bidding

Billing & Reports

  • Understanding Billing
  • Billing Cycle

Open Q&A

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Day 2 – AdWords 201

Introduction
Definitions & terminology

Google Display Network

  • What is Display Network
  • Targeting by Site
  • Targeting by Keyword
  • Audiences – by Interest
  • Audiences – Remarketing
  • Audiences – Custom
  • Reporting Display Network

Intermediate Optimization Techniques

  • How to geotarget your campaign
  • How to use demographic bidding
  • How to create a placement-targeted campaign
  • How to use site and category exclusion
  • How to use IP Exclusion
  • How to use Position Preference
  • How to use Ad Scheduling
  • Keyword List Optimization

Understanding how people search

  • Refining your keyword list
  • Other keyword tools
  • Search-based keyword tool
  • Insights for Search
  • Dynamic keyword insertion

How to Self-Diagnose

  • Why can’t I see my ad?
  • Why is my Quality Score low?
  • How to use the disapproved ads tool
  • How to use the ads diagnostic tool

How to Use AdWords Editor

  • Features and benefits
  • Tips and tricks

Understanding ROI

  • What is ROI?
  • Determining the value of a keyword
  • Other bidding options

Budget Optimizer

  • CPM Bidding
  • Conversion Optimizer
  • Managing Accounts

My Client Center
AdWords API

Search Engine Optimization (SEO)

Take-Aways, To-Dos, and Resources

Open Q&A
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Analytics 101

  • Introduction
    • What is web analytics?
    • The need for web analytics
    • Recent Changes in Google Analytics v5 (new!)
  • Getting Started With Google Analytics
    • How Google Analytics works
    • Accounts, profiles, and users
    • Navigating Google Analytics
    • Basic metrics
    • The main sections of Google Analytics reports
  • Traffic Sources
    • Direct, referring, and search traffic
    • Campaigns
    • AdWords
  • Content
    • Pages and Landing Pages
    • Event Tracking and AdSense
    • Site Search
  • Visitors
    • Unique visitors
    • Geographic and language information
    • Technical reports
    • Benchmarking
  • Goals & Ecommerce
    • Setting up goals
    • Goal reports
    • Ecommerce tracking
  • Actionable Insights and the Big Picture
    • Recap of Google Analytics reports and tools
    • Finding actionable insights
    • Getting the organization involved
    • Creating a data-driven culture
    • Resources
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Analytics 201

  • Introduction
    • What does a great analyst need to know?
  • Best Practices: Clean Data
    • Profiles and filters
    • Filtering internal traffic
    • Sampling
    • Cookies and cookie deletion
    • Multiple domains and subdomains
  • Analytics Intelligence
    • Automatic Intelligence Alerts
  • Advanced Segments
    • Using advanced segments
    • Creating custom advanced segments
  • Best Practices: Advertising and Marketing
    • Search engine optimization
    • AdWords advertising
    • Campaign attribution
    • Campaign tagging
  • Best Practices: Engagement
    • Landing pages and bounce rate
    • Site Search
    • Event Tracking
  • Best Practices: Conversion
    • Goal setup
    • Goal examples
    • Goal reports
    • Ecommerce
  • Best Practices: Sharing with the Organization
    • Export and email
    • Custom reports
    • Custom alerts
    • Sharing customizations
    • API tools
    • Creating a data-driven culture
    • Resources
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Analytics 301

  • How Google Analytics Works
    • JavaScript, cookies, and GIF requests
    • Differences from log-based tools
    • Security, privacy, and reliability
  • Google Analytics Tracking Code
    • How the code works
    • Customization methods
    • Alternate tracking code (async, mobile)
  • Administration
    • Accounts and profiles
    • User management
  • Cleaning Up Your Data
    • Filters
    • Introduction to regular expressions
    • Removing internal traffic
    • Cleaning up URLs
    • Site Search setup
  • Measuring Conversion
    • Creating goals and funnels
    • Ecommerce tracking
  • Measuring Traffic
    • Campaign tagging
    • AdWords integration
  • Measuring Content
    • AdSense integration
    • Event Tracking coding
    • Tracking Flash
  • Measuring Visitors
    • Custom Variables
  • Managing Cookies and Tracking
    • Multiple domains and subdomains
    • Google Website Optimizer integrations
  • Extracting Data
    • Export, email, and custom reports
    • Data export API
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What Past Attendees Have Said

If you have responsibilities in marketing, business analysis, web development or sales, you’ll benefit from attending this training. The training is lively, hands-on and designed to teach the principles of web analytics to everyone in a dynamic manner.

We’ve already conducted this training for several companies in the APAC region, and some of them have been impacted so immediately, that they’ve gladly volunteered to interviews explaining the impact these trainings have had.

Below are two interviews with two clients – DirectRooms (one of the world’s largest online room retailers) and Phuket.net (Phuket’s largest online portal for news, property etc). Both of them found incredible uses for their new Anlaytics knowledge, seeing over 20% increase in margins almost immediately. Watch the videos to learn more.

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New name, same great training!

FutureMarketer is the new home for Happy Marketer training.